TikTok Is Becoming the Most Transparent Ad Platform
A few years ago, if a paid TikTok video flopped, teams would blame “the algorithm” and move on. I’ve sat in those meetings. Someone would... Read More
TikTok Ads & Paid Advertising
Why TikTok Marketing Rewards Experimentation
I’ve watched brands spend three weeks approving a TikTok script, only to post it and get politely ignored. Then, on the same account, a scrappy... Read More
TikTok Ads Perform Better Because They Look Like Content
I’ve watched more than a few brands waste perfectly good budget on TikTok by making ads that looked like… ads. You can usually spot them... Read More
TikTok Is Setting New Standards for Brand Growth
A couple of years ago, I watched a beauty brand spend weeks polishing a launch video for TikTok. Clean lighting, agency-approved script, nice edit, everything... Read More
How TikTok Is Changing How US Brands Measure Success
A skincare founder once told me, half-joking, that her team had a small panic attack because a shaky iPhone video filmed next to a sink... Read More
TikTok Ads Are Becoming Context-Driven, Not Interest-Driven
A few months ago, I watched a skincare brand insist on targeting “beauty lovers” with the kind of confidence that usually comes right before a... Read More
Why TikTok Marketing Works When Other Platforms Stall
I’ve watched this happen more than once: a brand comes in frustrated because Meta CPMs are creeping up, Instagram reach feels weirdly inconsistent, and their... Read More
TikTok Is Becoming the Core of Digital Strategy
A couple years ago, a lot of brand teams treated TikTok like the intern project. Post a few trend videos, send out some PR boxes,... Read More
How TikTok Marketing Agencies Scale Without Wasting Spend
I’ve watched more than a few brands burn through a TikTok budget in ways that were almost painful to sit through. Not because the platform... Read More
TikTok Is Blurring the Line Between Content and Advertising
A while back, I watched a skincare brand approve a polished ad with clean lighting, a tidy bathroom set, and a creator who hit every... Read More